Election Dress For Success – Who Looks Like a Premier?
This Alberta election is sparking a lot of attention. The National Post interviewed me yesterday (click here to see their photos and commentary) and today CBC asked me to critique the leaders debate as a corporate image consultant.
Here are my answers to Edmonton AM Radio host Lydia Neufeld’s questions. (Listen to live interview at the end of this post)
The female Leaders
Q: Joanne, let’s start with the leaders of the two front running parties — Alison Redford of the Conservatives and Danielle Smith of Wildrose. Joanne, what stood out for you in terms of image for those two leaders?
A: Last week when I was here on your show I had suggested that the 2 women leaders meet in the middle. I believe that Danielle Smith did that, in fact she ditched the red jacket and opted for a conventional, skirted suit in a traditional neutral colour palette.
Her jacket was softly tailored and what I mean by that, is it had less structure in the shoulders and was teamed with a feminine, modern blouse. Interestingly she was the only one that wore her jacket open – perhaps subconsciously communicating that she is accessible and approachable.
Now with Alison Redford there were no visual surprises. It was business as usual. She wore her typical tailored pantsuit, collared shirt with her double string of pearls. And for this formal situation it was an interesting choice, I would have recommended a skirted suit.
The Male leaders
Q: What about the two male leaders – Raj Sherman of the Liberals and Brian Mason for the NDP? Give us your assessments of them? How did they score?
A: I think that Brian Mason was weak in his nonverbal communication. He seldom looked at the camera. He looked nervous and his presence was weaker than Raj Sherman’s from my perspective.
Brian looked very corporate in his pinstripe navy suit, pale blue shirt and rep tie. Perhaps trying to put more of a business face to the NDP. I had mentioned previously that his tie knots were too small for his facial structure – I think he took my advice, there was good balance there.
Raj Sherman was very striking in his choice of colour and styling. The high contrast combination of dark suit, white shirt and bright, liberal, red tie framed his face. His choice of jewelry, his earring, pinky ring and string bracelet – for some it might be a bit of a distraction but he’s acquiescing to his younger voters. It’s a new style of politics and he’s the young man that’s going to change things perhaps.
Defining Moments
Q: Any defining moment in terms of the image cues?
A: Danielle Smith having adopting a more staid image may appeal to the undecided voters or an older demographic without alienating her younger supporters.
Alison Redford was unflappable, she was prepared, she was confident and civilized. I thought all the leaders were civilized throughout the entire debate. She demonstrates leadership qualities – her voice tone, her command of the stage and the way she ended the debate was very powerful, I thought.
Loser’s Trophy
Q: Anyone deserving of a loser’s trophy – who would it go to?
A: Sadly, it would be Brian Mason and not because of his dress because he looked smart. His nonverbal communication was a distraction. As I mentioned previously, he seldom looked his viewers in the eye and we say some pretty negative things about people that don’t meet our gaze, we say they lack confidence, perhaps they’re not telling the truth. It’s all assumptions but sometimes image can be more powerful than reality.
The Times They are a Changing
It’s refreshing to see two powerful women as leaders of Alberta political parties. It’s also nice to see a male Canadian political party leader like Raj Sherman who is brave enough to show a sense of personal style. We haven’t seen much of that since the days of Pierre Trudeau. Wouldn’t you say it’s shaping up to be a very interesting Alberta election?
Click here to listen to the complete 9 minute interview.
Other Articles:
- How important is business dress to your successful personal brand
- Executive Etiquette Power eBook
- Executive Image Power eBook
Thank you for your feedback Gail & Nelson. There’s no question that image affects perceptions and influences decisions. Will be interesting to see what the outcome of this election will be.
Enjoyed your commentary on CBC Friday morning. Great insights!
While I did wonder during the debate where the red jacket had gone and wanted to scream, “Brian, look at me!” I certainly missed a lot of what you picked up on. As I listened to your comments, I realized that there was so much that we see at a subconscious level that can influence our thinking without us really understanding what’s going on.
Joanne — heard you on CBC last Friday and thought your comments on dress and image of the party leaders was right on! It adds another dynamic element to pre-election awareness.
Want to hear what the leaders think?
For the leaders of the four main political parties in Alberta giving their own take on a key element in their personal style and Joanne’s other election image thoughts
see the latest Edmonton Journal article by Marta Gold – http://www.edmontonjournal.com/life/Comfort+signature+look/6459165/story.html